A house style reflects the identity of an organisation. And this also applies to social media. Due to the wide variety and great number of possibilities available within social media, a strong and easily recognisable identity is even more important.

Social media are part of the marketing strategy of an organisation (history/ branding). Everything that goes online remains accessible for a long time. The identity of the university, i.e., its name, profile image, the page and the profile text determine how the university is perceived and how people relate to it. All these factors can influence the reputation of the university. Therefore, it is important to ensure that everything that goes online fits in the university's profile. Online contributions should support and enhance the reputation of a brand.

The content and design of social media pages must go hand in hand with the offline media (graphic and print work). This makes the brand stronger and clearer. Important aspects such as user friendliness and technical possibilities should also be taken into consideration.